Not sure, like sum other companies, they mentioned that woulnd't be sustainable (or words to that effect)... I would hate to think if sum other companies dropped that much, or (given sum other track records) dropped even a small fraction of that much.
And while you mention it, Wowee 19% margin for a dog that is more focused on care than development and priced at barely 1.1x NTA as a result (was 1.0 something until recently)...
and the smart guys at sum other companies (a few years back) were getting excited when it got to 17% (and their focus was virtually only on development - so much so that their care division was and still is subsidised by their developments...)